ALAN WHITEMarketing Manager

RICK LAMBERTSales Performance Coach

HANDLINGB2BOBJECTIONS

GrowthNational

Webinar

Handling B2B Objections

Handling B2B Objections

“Handling B2B objections is the fine art of letting

someone else get your way.

”- Rick Lambert

Handling B2B Objections

Handling B2B Objections

OVER

2000 B2B LEADS

Handling B2B Objections

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B2B Update

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MARKETING KITSTRAINING

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Handling B2B Objections

ACTION:Identify

& engage

Handling B2B Objections

Handling B2B Objections

WARNING

• 12 month contract

• 60/40 monochrome/color

• Minimum volume

commitment

• Toner coverage clause

▪ 10% mono

▪ 27% color

Handling B2B Objections

1. Rick's Objection Handling TemplateEasy to use with any objection!

2. 5 Common B2B ObjectionsUncommon responses to common objections!

3. Franchise Best PracticesHear how your peers are responding!

4. Rapid FireYour chance to hear Rick respond to the objections

you hear on the spot!

5. 3 Money Making Action ItemsSimple things you can do to respond like a pro!

Today’s Agenda

Handling B2B Objections

Objection Statistics

• 44% of people give up after the 1st objection.

• 22% give up after the 2nd objection.

Handling B2B Objections

Reasons WhyObjections are a ‘Good Thing’

You know where you stand.

You know what the customer is thinking.

You have the opportunity to respond.

Some objections are buying signals.

Worst Objections: the ones you don’t know about.

Handling B2B Objections

EASY HARD

EMAIL

IN PERSON

PHONE

B2B Objection Matrix

It’s harder to object to someone’s face than a phone call or an email

Handling B2B Objections

3 PopularResponse Techniques

1. Feel, Felt, Found“I understand how you feel. Others have felt that way

before and what they have found is…”

2. Shelf the Objection“Thanks for sharing that, what else are you thinking? ”

3. Align, Clarify, Respond,

Check if OK

Handling B2B Objections

“There is obviously a reason you’re saying this…”“You’ve obviously got a reason for saying this…”“That must be frustrating…”“Thank you for sharing that with me…”“I apologize – that’s not what is supposed to happen…”

ALIGN – Show Empathy Not Sympathy

CLARIFY – Get More Information

“What are your thoughts on…?”“If I could _________ what would you think…?”“Let’s do this…”“Here’s what I am thinking…”

RESPOND – Answer / Recommend Next Steps

CHECK IF OK – Agree on Next Steps

“May I ask what you mean by…?”“May I ask how I may be able to help you…?”“What would you like to see as the next steps…?”“Tell me more about this if you will…?”

“How does that sound to you…?”“Are you happy with that…?”“Does that sound good…?”

Rick’s ObjectionHandling Model

Handling B2B Objections

Common B2B

Objections

1. We are happy with current supplier/state

2. We’re not interested (reception)

3. We have mostly MFPs not desktop printers

4. We only use OEM toner / bad experience

in the past

5. Your price is too high

Handling B2B Objections

“We are happy with ourcurrent supplier / state.”

Rick’s ProResponse Ideas:

1. World famous 1-10 approach

2. Offer side by side to validate

the current value

“There is obviously a reason you’re saying this…”“You’ve obviously got a reason for saying this…”“That must be frustrating…”“Thank you for sharing that with me…”“I apologize – that’s not what is supposed to happen…”

ALIGN – Show Empathy Not Sympathy

CLARIFY – Get More Information

“What are your thoughts on…?”“If I could _________ what would you think…?”“Let’s do this…”“Here’s what I am thinking…”

RESPOND – Answer / Recommend Next Steps

CHECK IF OK – Agree on Next Steps

“May I ask what you mean by…?”“May I ask how I may be able to help you…?”“What would you like to see as the next steps…?”“Tell me more about this if you will…?”

“How does that sound to you…?”“Are you happy with that…?”“Does that sound good…?”

Handling B2B Objections

“We’re not interested.” (reception)

Rick’s ProResponse Ideas:

1. Talk to about trading in older printers

2. Ask if they order toner reactively or proactively

3. Explain you offer printers and service as well

“There is obviously a reason you’re saying this…”“You’ve obviously got a reason for saying this…”“That must be frustrating…”“Thank you for sharing that with me…”“I apologize – that’s not what is supposed to happen…”

ALIGN – Show Empathy Not Sympathy

CLARIFY – Get More Information

“What are your thoughts on…?”“If I could _________ what would you think…?”“Let’s do this…”“Here’s what I am thinking…”

RESPOND – Answer / Recommend Next Steps

CHECK IF OK – Agree on Next Steps

“May I ask what you mean by…?”“May I ask how I may be able to help you…?”“What would you like to see as the next steps…?”“Tell me more about this if you will…?”

“How does that sound to you…?”“Are you happy with that…?”“Does that sound good…?”

Handling B2B Objections

“We have mostly MFPs not desktop printers. ”

Rick’s ProResponse Ideas:

1. That’s exactly why I wanted tospeak with you…

2. What percentage of your printingis on 11x17 paper?

3. Perfect, and I assume you areleasing those MFPs?

“There is obviously a reason you’re saying this…”“You’ve obviously got a reason for saying this…”“That must be frustrating…”“Thank you for sharing that with me…”“I apologize – that’s not what is supposed to happen…”

ALIGN – Show Empathy Not Sympathy

CLARIFY – Get More Information

“What are your thoughts on…?”“If I could _________ what would you think…?”“Let’s do this…”“Here’s what I am thinking…”

RESPOND – Answer / Recommend Next Steps

CHECK IF OK – Agree on Next Steps

“May I ask what you mean by…?”“May I ask how I may be able to help you…?”“What would you like to see as the next steps…?”“Tell me more about this if you will…?”

“How does that sound to you…?”“Are you happy with that…?”“Does that sound good…?”

Handling B2B Objections

“We only use OEM toner /bad experience in the past.”

Rick’s ProResponse Ideas:

1. Show B2B conversion references –

logos of companies

2. Beachhead strategy - Try to pilot

with one printer

“There is obviously a reason you’re saying this…”“You’ve obviously got a reason for saying this…”“That must be frustrating…”“Thank you for sharing that with me…”“I apologize – that’s not what is supposed to happen…”

ALIGN – Show Empathy Not Sympathy

CLARIFY – Get More Information

“What are your thoughts on…?”“If I could _________ what would you think…?”“Let’s do this…”“Here’s what I am thinking…”

RESPOND – Answer / Recommend Next Steps

CHECK IF OK – Agree on Next Steps

“May I ask what you mean by…?”“May I ask how I may be able to help you…?”“What would you like to see as the next steps…?”“Tell me more about this if you will…?”

“How does that sound to you…?”“Are you happy with that…?”“Does that sound good…?”

Handling B2B Objections

“Your price is too high.”

Rick’s ProResponse Ideas:

1. Apologize – maybe I have included

too much (ex. Free delivery)

2. Clarify, clarify, clarify

3. Ask to see other quote

“There is obviously a reason you’re saying this…”“You’ve obviously got a reason for saying this…”“That must be frustrating…”“Thank you for sharing that with me…”“I apologize – that’s not what is supposed to happen…”

ALIGN – Show Empathy Not Sympathy

CLARIFY – Get More Information

“What are your thoughts on…?”“If I could _________ what would you think…?”“Let’s do this…”“Here’s what I am thinking…”

RESPOND – Answer / Recommend Next Steps

CHECK IF OK – Agree on Next Steps

“May I ask what you mean by…?”“May I ask how I may be able to help you…?”“What would you like to see as the next steps…?”“Tell me more about this if you will…?”

“How does that sound to you…?”“Are you happy with that…?”“Does that sound good…?”

Handling B2B Objections

vBUTHandling B2B Objections

Cartridge WorldFranchise Responses

Handling B2B Objections

OBJECTION

Concerns that the Cartridge World printer cartridges won’t last as long as OEM.

Sid’s Response

Handling B2B Objections

Brooks’ Response

OBJECTION

Getting the customer to approve theWBAP agreement.

Handling B2B Objections

Sid’s Response

OBJECTION

Customer is concerned about non OEMprinter cartridge damaging their printer.

Handling B2B Objections

Paul’s Response

OBJECTION

Customer says it’s easier to buy from Staples.

Handling B2B Objections

Rapid FireObjections!

Handling B2B Objections

Key

Takeaways

• See objections as a “good thing”

• Anticipate objections

• Get information before you

give information

• Avoid saying “BUT”

Handling B2B Objections

Money Making

Action Items

1. Review this deck on your own

2. Practice handling common objections

3. Tune into Cartridge World News tomorrow!

4. Email footer

5. Connect Rallio (social media)

6. WBAP Training Module 4 – Objection Handling

Handling B2B Objections

Lead Generation

Checklist

New Lead Generation eBook

Connect all Social accounts in Rallio

Leverage the new Email Signature

Download latest B2B Marketing Kit

Complete the B2B & WBAP Training

Check your store’s Lead Dashboard

Q4 is PRINTER BUYING SEASON!

Handling B2B Objections

Q4 is PrinterBUYING SEASON

SEPT DEC

40%of annualprint sales

Handling B2B Objections

Coming Up!

Cartridge World NewsAugust Edition

Featuring Brooks Conkle tomorrow!

Mike BabcockMonthly Webinar

Aug 24th, 10 a.m. Central

Lead Generation Opportunitywith CertaPro Painters

Call: (719) 325-2630 Code: 360 856 9554 #

https://cartridgeworldnagmnu.globalmeet.com/AlanWhite

Q4 B2BSales Huddle

Sept 21st, 11 a.m. Eastern

Printer Focus for Buying Season!- Hosted by Sales Coach Rick Lambert

- Time: 60 minutes

Handling B2B Objections

Updates

• Lapsed customers

Sept - Oct 2017 & quarterly in 2018

CW Marketing want to target and win back your lost customers!

• FINAL DEADLINE - B2B Selling To Win Training

$250 per seat after October 1st

ALAN WHITEMarketing Manager

RICK LAMBERTSales Performance Coach

Questions?

Handling B2B Objections